North Face acquires Altra

Altra has produced some really good shoes and is gaining in popularity. The North Face has struggled to sell their running shoes. Makes sense.

I read somewhere a few years ago (maybe 3) that Nike will sell more shoes in one day worldwide than TNF will sell in an entire year.

I see this as the beginning of the end for Altra. I would love TNF to prove me wrong.

Prediction: They will move away from their core values, and in 2 to 3 years most of their lineup is toohless crap that resembles what ever is the mainstream shoe trends at the moment.

There seemed to be a big run on new brands a few years ago, almost all carried by small local running stores that couldn't get Adidas or Nike.

Now it appears many of them have fallen by the way side. Altra, Pearl Izumi, who else?

Would have to think some of these brands like On and 361 will fall by the wayside, as well.

Hoka was acquired by Deckers. Was that the beginning of the end for them? Sometimes the big money and logistics support from a larger company helps a brand grow...

Hopefully they will continue to make high quality products... Big acquisitions like this don't always end up well. A North Face x Altra collab would be pretty dope tho

Please read the release. Vanity Fair bought the brand. They also own these...

Bulwark Protective Apparel

Dickies

Eagle Creek

Eastpak

Horace Small (The Force)

JanSport

Kipling Europe

Kipling U.S.

Lee Jeans

Lucy

Napapijri

Nautica

Red Kap

Reef

Rock and Republic

Rustlers

SmartWool

The North Face

Timberland

Vans

Wrangler

Hoka wrote:

Hoka was acquired by Deckers. Was that the beginning of the end for them? Sometimes the big money and logistics support from a larger company helps a brand grow...

Agreed. Why buy Altra and then make them like everyone else? Altra has a distinct reputation, as does Hoka. A smart owner will capitalize on the branding that's already been done rather than dilute it.

Also: This isn't TNF acquiring Altra. It's the company that owns TNF buying Altra.

VF has a tremendous amount of clout. This will bring Altra better distribution, marketing dollars, and capital to expand. There is a great deal of acquisition and consolidation going on in the athletic and outdoor industries right now. This is a direct response to the rise of mega retailers like Amazon and the decline of "brick-and-mortar" retail. Consumer direct is the future and your neighborhood running store will fall by the wayside.

FYI - VF is looking to sell Nautica and then will plow the proceeds into North Face. They are also opening a new North Face retail concept focused on trail and training. I see them adding Altra as the footwear option to complement their North Face soft goods lines.

I am surprised by this because the Altra founder struck me as a guy that would want to build the company up and not sell out. Guess I misinterpreted that situation.

That's an impressive list of companies for VF Corp. I had no idea many of those companies are a part of the conglomerate, so I think they do a good job of maintaining the original spirit of the brands. Would hate to see Altra drift from their original purpose.

Welcome to the Mall MFers!

Go buy some Scott running shoes. They are still company owned but out of the Switzerland now.

vivalarepublica wrote:

I am surprised by this because the Altra founder struck me as a guy that would want to build the company up and not sell out. Guess I misinterpreted that situation.

I don't care enough to know the details well, but the founder had already sold to Icon. He was still with the company while it was owned by Icon, so being sold to VF doesn't necessarily change that.

vivalarepublica wrote:

I am surprised by this because the Altra founder struck me as a guy that would want to build the company up and not sell out. Guess I misinterpreted that situation.

mormons. if you can't beat em, buy em.